Tourism Ireland aims to score with Euro 2016 campaign

Tourism Ireland has kicked off its Euro 2016 publicity campaign, capitalising on the tourism potential of the tournament being hosted in France from tomorrow (June 10).

The tourist board has released an online film celebrating the “historic and remarkable achievement” that both Northern Ireland and the Republic of Ireland teams have qualified for the tournament.

The film features two freestyle footballers playing at top visitor attractions, including the Carrick-a-Rede Rope Bridge, Powerscourt House and Gardens, Titanic Belfast, the Guinness Storehouse, the Giant’s Causeway and the Cliffs of Moher.

The campaign will be on Facebook and YouTube in seven markets – including France, Germany, Britain, Italy, Spain, Sweden and Canada.

It will also be promoted worldwide on Ireland.com (16.6 million visits in 2016) and via Tourism Ireland’s social media platforms – with its Facebook fans (about 3.6 million fans), Twitter followers (346,000), and on its Youtube channel.

Tourism Ireland will target Euro 2016 fans from across Europe, with the film running on giant screens in Paris’s official fan zone.

Niall Gibbons, Tourism Ireland chief executive, said: “There is huge interest and excitement around Euro 2016, so we’ll be pulling out all the stops over the coming weeks to capitalise on the tourism potential.

“With both Northern Ireland and the Republic of Ireland qualifying, it’s a superb opportunity for us to deliver the message that the island of Ireland is a fun and diverse destination, offering a variety of iconic experiences, and that there has never been a better time to visit.”

• Tourism Ireland has reached week seven of its campaign promoting Northern Ireland as Game of Thrones Territory and has revealed a new element – a set of special ‘Valyrian Steel’ kitchen knives.

Stephen Toman, of OX restaurant in Belfast, used them to create a banquet “worthy of Westerosi knights”.

Also unveiled is the tourist board’s seventh Door of Thrones, created from salvaged Dark Hedges trees which fell during Storm Gertude.

It depicts scenes from the most recent episode and hangs in Gracehill House, metres from where the original trees once stood.